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AMA: Hubspot Former Product Marketing Group Lead, Marcus Andrews on Product Launches
June 25 @ 10:00AM PST
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Hubspot Former Product Marketing Group Lead, Marcus Andrews on Product Launches
Top Questions
How do we approach the launch plan that was pre-decided and what changes in approaches would you recommend?
A product marketer jobs starts way before the product launch. However, it is difficult situation when the product launch is delayed from eng side.
Marcus Andrews
Pendo.io Sr. Director of Product Marketing • June 26
I know this pain! Part of working at a product driven company is that this will happen and it's ok. The health of the product should come first and that will disrupt markeitng plans for time to time. Stick it out. Don't stop doing product launches just because the timelines didn't work out a ......Read More
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3 requests
Marcus Andrews
Pendo.io Sr. Director of Product Marketing • June 26
This is such a great question! At some point every PMM will find themselves in a situation when they are asked to launch a product that just isn’t ready. It’s always a mistake to go too early (launching too late isn’t good either but less dangerous). If it’s truly an MVP and you launch it w......Read More
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3 requests
Marcus Andrews
Pendo.io Sr. Director of Product Marketing • June 26
Our product teams are great at this and we glean a lot from them during a launch but we’ll also do a lot of customer interviews on our own. I also always learn a lot from talking to our own Service team, but I specifically work on software for service teams. Often we also run a big survey to col......Read More
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Marcus Andrews
Pendo.io Sr. Director of Product Marketing • June 26
I think you’re asking if it’s behind a pay wall and not just a free product? If that’s the case, you need material (video!) that can act as a demo, people want to see product, not just read about it. Salespeople who can give great demos and free trials are often a really effective a launch tool. ......Read More
1636 Views
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How often is too often when it comes to launching a new product feature/enhancement publicly?
Our CMO wants us to do a major product announcement every quarter.
Marcus Andrews
Pendo.io Sr. Director of Product Marketing • June 26
Great question! First and foremost your launches have to have substance and that should dictate the cadence more than marketing need. I've seen some companies try and do a launch every week and it starts off great but then loses momentum quickly because people stop caring. Thats a bad situtat......Read More
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Marcus Andrews
Pendo.io Sr. Director of Product Marketing • June 26
There are a number of ways we keep everyone up to date on the progress during a launch. Luckily at HubSpot we also have project managers to help us. I’ll say it, I’m not a good project manager. It’s another level of organization that I was just not born with. These people really help during this ......Read More
2048 Views
9 requests
What do you use or do to get people to buy into your positioning plans and consistently using them?
The product marketers job typically revolves around positioning a product. Sometimes, it can be difficult to align sales, marketing, and product teams around your positioning.
Marcus Andrews
Pendo.io Sr. Director of Product Marketing • June 26
Product marketing is often defined as the people who position the products, but I think it's as equally important (especially as you grow bigger) that Product Marketing is also the most cross functional role in marketing. Creating alignment, securing buy-in, and building momentum around a launch ......Read More
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Marcus Andrews
Pendo.io Sr. Director of Product Marketing • June 26
Going to cop out on this one a little bit (all the parts are important!) and just tell you how we did it at HubSpot. There are many ways to slice it but our approach has worked really well for us. We always start with the change in the world. How people are different today, where they are headed......Read More
4067 Views
7 requests
Marcus Andrews
Pendo.io Sr. Director of Product Marketing • June 26
At HubSpot our PMMs are aligned by product line and are aligned to a Product director and GM, although we still meet regularly with our individual PMs. I think in general we try and tell a higher level story that doesn't really focus too much on any one feature but often certain features are v......Read More
1709 Views
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Marcus Andrews
Pendo.io Sr. Director of Product Marketing • June 26
This is a bit hard without writing a novel but luckily I wrote that novel not too long ago - check out this post. https://blog.hubspot.com/marketing/elements-flawless-product-launch-li It's pretty easy to find a good framework that you like - the trick is tailoring it for your busienss and......Read More
2568 Views
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Marcus Andrews
Pendo.io Sr. Director of Product Marketing • June 26
Strategic advice: Is it a good idea to do them at the same time? You could separate them and stretch out the pop you’d get from each. Also, can you tie them together? For many companies their brand story is tightly aligned to their product story, this is especially true for product driven compani......Read More
1762 Views
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